Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology
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How can marketers reach consumers as wearable technology and wearable computing become pervasive? Consumers are rapidly turning into cyborgs, the ways people interact with media are shifting, and ...

How can marketers reach consumers as wearable technology and wearable computing become pervasive? Consumers are rapidly turning into cyborgs, the ways people interact with media are shifting, and products such as Nike FuelBand and Google Glass are changing the nature of mobile devices. This presentation, given as a keynote at IPZ 2013 in Istanbul, Turkey, is a taste of what's ahead.

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  • Marketing in the Age of the Cyborg ConsumerDigital media is rapidly moving from something we watch to something we hold to something we wear. In many ways, consumers are becoming cyborgs from head to toe, a mashup of men and machines. How can brands fit in and be part of the experience? Learn from the best brands making early strides here, and see what pitfalls marketers must avoid.Thanks to dafont.com for the Terminator font used throughout this: http://www.dafont.com/terminator.font
  • It was an honor to be featured in Time Out Istanbul this month
  • It’s even more exciting than the last time I was featured in a magazine
  • http://socialpsychol.files.wordpress.com/2011/08/wizard-of-oz-tinman-jack-haley1.jpg
  • http://www.filmonpaper.com/posters/robocop-one-sheet-turkey/
  • http://www.filmonpaper.com/posters/terminator-2-judgment-day-one-sheet-final-usa/
  • http://www.turkposter.com/sci-fi1.htm
  • http://4.bp.blogspot.com/-sFDLYHRuX2Y/UKuo11DDrqI/AAAAAAAAaK8/jPnLP94Z2a4/s1600/son_ilah1.jpg
  • http://img198.imageshack.us/img198/4261/d495acc86acfdfc0329af2a.jpghttp://www.comicbookmovie.com/fansites/MarvelFreshman/news/?a=77473
  • Yes, women can be cyborgs too…http://www.tvrage.com/news/1891/community-invaded-by-cylonhttp://gameshalk.com/games/images/bsg.jpg
  • https://www.google.com/search?q=define%3Acyborg&oq=define%3Acyborg&aqs=chrome.0.69i57j69i58.1814j0&sourceid=chrome&ie=UTF-8
  • http://i.huffpost.com/gen/1152280/thumbs/o-GOOGLE-GLASS-WINNERS-facebook.jpghttp://www.huffingtonpost.com/2013/05/22/google-glass-winners_n_3321325.html
  • Smart PJs – interactive pajamas http://www.smartpjs.com/http://mashable.com/2013/04/25/kids-smart-pajamas-bedtime-stories/
  • WE RELY ON VOICE, VISION, AND GESTURE INSTEAD OF TOUCH AND CLICKS Vuzixhttp://vuzix.com/site/_photo/products/big/guy_in_pool02.jpgwww.vuzix.comOh, and this from Vuzix is just about the cheesiest product manufacturer’s photo I’ve ever seenhttp://vuzix.com/site/_photo/products/big/iwear_0356_jr.jpg
  • Lumoback -http://www.lumoback.com/product/
  • Oculus Rifthttp://www.businessinsider.com/oculus-rift-video-demo-2013-7http://static3.businessinsider.com/image/51d1949aecad04ad3e000000/heres-what-happened-when-we-strapped-a-bunch-of-people-into-the-oculus-rift-virtual-reality-headset.jpghttp://www.oculusvr.com/
  • - http://blog.memoto.com/2013/05/this-week-in-lifelogging-top-internet-trends-2013-disney-magicband-and-fashion-geeks/
  • http://mll.csie.ntu.edu.tw/papers/TeethProbeISWC.pdfhttp://mashable.com/2013/07/31/smart-tooth-prototype-taiwan/
  • Café shot – Muse - https://www.shoplocket.com/products/PaxCP-pre-order-your-muse Muse http://interaxon.ca/muse/ http://www.indiegogo.com/interaxonmuse?c=galleryMore Muse - http://venturebeat.com/2013/01/11/ces-2013-top-10/ BodyWave – Play Attentionhttp://www.freerlogic.com/body-wave/
  • Sensum
  • Tally (not successfully funded) - http://www.kickstarter.com/projects/shota/tailly-the-tail-that-wags-when-you-get-excited?ref=searchNecomimi – Brainwave cat ears - http://www.necomimi.com/
  • Any screen can be the first screenWe’re in the age of connected devicesIt’s not just screens – any object can connect
  • Better Hearing - https://itunes.apple.com/us/app/better-hearing-analyze-optimize/id539422951?mt=8Fitocracy - https://itunes.apple.com/us/app/fitocracy-fitness-tracker/id509253726?mt=8Lark - https://itunes.apple.com/us/app/lark-up/id428417642?mt=8
  • - Volt Buckle
  • http://blog.memoto.com/2013/05/this-week-in-lifelogging-top-internet-trends-2013-disney-magicband-and-fashion-geeks/
  • http://venturebeat.files.wordpress.com/2013/06/screen-shot-2013-06-10-at-8-54-08-am.pnghttp://venturebeat.com/2013/06/10/from-fitness-to-wellness-omsignals-smart-shirts-measure-your-motion-and-emotion/
  • Personalization: to one’s heartbeat, one’s vision, one’s DNAhttp://venturebeat.com/2013/08/06/newaer-minority-report/
  • GoPro helmet cam on motorcycle - http://www.ar15.com/archive/topic.html?b=1&f=5&t=1370160
  • http://blog.memoto.com/wp-content/uploads/2013/08/quantified-self_.jpghttp://blog.memoto.com/2013/08/this-week-in-lifelogging-4/
  • Implications for marketersContentTargetingInsightsPricingPlacementsProducts – must connect to the cyborg
  • http://mashable.com/2013/07/01/wearable-tech-quantified-self/http://dotank.nyls.edu/SOP/Arch/CINE/16.%20CINE%20Illustrations-%20body%20data%20&%20space.jpghttp://dotank.nyls.edu/SOP/Arch/CINE.htmlAnother good image, more on facial recognitionhttp://truthalliance.net/Portals/0/Archive/images/news/2012/08/facial-recognition-data-points.jpg
  • http://www.couponsinc.com/corporate/OurCompany/PressReleases/2013.aspx?udt_678_param_detail=621http://www.kitchme.com/googleglasshttp://adage.com/article/digital/branded-google-glass-apps-emerge-tiny-user-base
  • http://www.jcdecaux.ie/latest-news/marketing-to-the-baby-boom/http://www.health-lesson-plans-teacher.com/humanbodyparts.html
  • http://fromturkeywithlove.files.wordpress.com/2012/05/dsc03060.jpghttp://fromturkeywithlove.net/2012/05/25/summertime-and-coca-cola/Glasshttp://rack.0.mshcdn.com/media/ZgkyMDEzLzA1LzE0LzdhL01hc2hhYmxlR29vLjk1ZjcyLmpwZwpwCXRodW1iCTk1MHg1MzQjCmUJanBn/040fb4ce/246/Mashable-Google-Glass-App.jpghttp://mashable.com/2013/05/14/mashable-launches-velocity-for-google-glass/
  • https://www.youtube.com/watch?v=6HCfqB47FLQUndershirt heart rate monitor via NTT DoCoMo http://news.cnet.com/8301-17938_105-57595540-1/undershirt-monitors-heart-rate-with-wearable-electrodes/
  • http://www.kickstarter.com/projects/1273668931/hapifork-the-smart-fork-that-tracks-your-eating-ha-0http://www.techspot.com/products/gps/nike-sportwatch-gps.46932/http://mashable.com/2013/06/13/sensoria-smart-socks/http://www.engadget.com/2013/07/30/ben-heck-bicycle-turn-signal/?utm_medium=feed&utm_source=Feed_Classic&utm_campaign=Engadget
  • http://images2.fanpop.com/image/photos/9800000/The-Terminator-terminator-9844487-1600-1200.jpghttp://www.fanpop.com/clubs/terminator/images/9844487/title/terminator-wallpaper
  • Teşekkürederim!

Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology Presentation Transcript

  • 1. MARKETING IN THE AGE OF THE CYBORG CONSUMER DAVID BERKOWITZ CMO, MRY @DBERKOWITZ ABOUT.ME/DBERKOWITZ WWW.MRY.COM
  • 2. CAT FANCY 10 CATS TO SEE BEFORE YOU DIE by cats, for cats Who let all these cats in the Pyramids? Cat-sumer Reports tests the world’s squeakiest rubber mice
  • 3. WHAT IS A CYBORG?
  • 4. CYBORG DEFINED
  • 5. FICTIONAL?
  • 6. HYPOTHETICAL?
  • 7. CYBORGS ARE REAL
  • 8. AND THEY’RE SPECTACULAR
  • 9. WELCOME... (HOS GELDINIZ...)¸
  • 10. ...TO THE AGE OF THE CYBORG CONSUMER
  • 11. WHAT WE’LL COVER TODAY • WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER
  • 12. WHAT WE’LL COVER TODAY • WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER • PRINCIPLES OF THE CYBORG AGE
  • 13. WHAT WE’LL COVER TODAY • WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER • PRINCIPLES OF THE CYBORG AGE • IMPLICATIONS FOR MARKETERS
  • 14. WHAT’S CHANGING?
  • 15. WE INTERACT WITH EACH OTHER THROUGH OUR CYBORG SKINS
  • 16. WE RELY ON VOICE, VISION, AND GESTURE
  • 17. WE BECOME MORE AWARE OF OUR HEALTH
  • 18. WE FEEL MORE IMMERSED IN MEDIA AND GAMES
  • 19. WE CONNECT WITH LOCATIONS IN NEW WAYS
  • 20. WE CAPTURE EVERY MOMENT; THE CHALLENGE IS SORTING IT
  • 21. WE WEAR TECH OUTSIDE... AND INSIDE
  • 22. WE CONTROL MEDIA WITH OUR MINDS...
  • 23. ...AND OUR HEARTBEATS TOO
  • 24. SOME THINGS WILL GET VERY, VERY WEIRD
  • 25. PRINCIPLES OF THE CYBORG AGE
  • 26. SMARTPHONES STARTED THE CYBORGIZATION
  • 27. WE’RE IN THE AGE OF CONNECTED DEVICES
  • 28. ANY SCREEN CAN BE THE FIRST SCREEN
  • 29. SCREENS AREN’T A NECESSITY FOR DIGITAL MEDIA
  • 30. PERSONALIZATION TAKES ON NEW MEANINGS
  • 31. WE PLUG IN CLOSER TO OUR MODES OF TRANSPORT
  • 32. WE TRACK OURSELVES LIKE WE TRACK OUR CARS
  • 33. IMPLICATIONS FOR MARKETERS
  • 34. IMPLICATIONS FOR MARKETERS INSIGHTS CONTENT TARGETING PRICING PLACEMENT PRODUCT
  • 35. INSIGHTS: BIG DATA BECOMES BODY DATA
  • 36. CONTENT: CREATE CONTENT THAT CONNECTS WITH WEARABLE TECH
  • 37. TARGETING: BODYPART IS THE NEW DAYPART
  • 38. PRICING: PAY FOR ATTENTION, ACTIVITY AND ACTIONS
  • 39. PLACEMENTS: GET CLOSER TO CONSUMERS THAN EVER
  • 40. PRODUCT: DEVELOP PRODUCTS THAT CYBORG CONSUMERS CAN WEAR AND INTERACT WITH
  • 41. IMPLICATIONS IN REVIEW 1) INSIGHTS: BIG DATA BECOMES BODY DATA 2) CONTENT: CREATE CONTENT THAT CONNECTS WITH WEARABLE TECH 3) TARGETING: BODYPART IS THE NEW DAYPART 4) PRICING: PAY FOR ATTENTION, ACTIVITY AND ACTIONS 5) PLACEMENTS: GET CLOSER TO CONSUMERS THAN EVER 6) PRODUCT: DEVELOP PRODUCTS CYBORG CONSUMERS CAN WEAR & INTERACT WITH
  • 42. ANY QUESTIONS?
  • 43. THANK YOU! TESEKKUR EDERIM! KEEP IN TOUCH DAVID BERKOWITZ @DBERKOWITZ / @MRY ABOUT.ME/DBERKOWITZ WWW.MRY.COM DAVID.BERKOWITZ @ MRY.COM ¸ :